Port Washington, NY, August 16, 2021 – Toy industry e-commerce sales in China increased by 6.5% to $2.6 billion (USD) in the first half (1H) of 2021 (January – June) versus the same time period last year, according to The NPD Group

Nine out of the 11 toys supercategories tracked by NPD posted growth, led by Dolls (43%), Explorative & Other Toys (28%), and Action Figures & Accessories (26%). The two supercategories to post losses included the second largest based on revenue, Outdoor & Sports Toys, followed by Arts & Crafts, declining 8%, and 3%, respectively.

China E-commerce Toy Industry Sales by Supercategory

First-Half 2021 (January – June)

Supercategory1H Sales (USD)% Change (vs. 1H 2020)
Action Figures & Acc$191.7MM26%
Arts & Crafts$115.2MM-3%
Building Sets$400.2MM5%
Explorative & Other Toys$188MM28%
Infant/Toddler/Preschool Toys$611.3MM0.40%
Outdoor & Sports Toys$453.8MM-8%
Youth Electronics$17.6MM4%

Source: The NPD Group / E-commerce Tracking Service / China / USD

Among all segments, Playset Dolls & Accessories registered the highest growth rate of 99% thanks to blind box designer toys. The Learning & Exploration, and Games segments also posted strong growth, increasing 54%, and 53%, respectively.

Ultraman was the #1 license, and Playset Dolls & Collectibleswas the top dollar growth class during the first six months of this year. Rounding out the top 10 licenses were Bugatti, Disney Frozen, Ferrari, Harry Potter, Lamborghini, Mercedes-Benz, Mini Force, Mobile Suit Gundam, and Porsche.

“With Children’s Day occurring on June 1, and China’s Annual 618 Shopping Event on June 18, e-commerce sales make June one of the most vital sales months of the year for toy brands in China,” said Stanley Kee, Managing Director, APAC, The NPD Group. “In the second half of this year, with various domestic and international holidays and festivals, toy manufacturers should focus their efforts on the right market segmentations so they can seize as many opportunities as possible in this ever-changing market.”